1. Management challenges in the post Covid-19 era

Relationship Selling and Marketing Automation during the Covid-19 Pandemic: A Cross-sectional Analysis

Daniela Corsaro , Isabella Maggioni, Mirko Olivieri

The Covid-19 pandemic impacted dramatically the global economy with repercussions on the marketing activities of companies operating in all industries. Digital technologies play a crucial role during the lockdown period as they facilitate the communication between buyers and sellers. By exploring the role of digital technologies in supporting marketing activities, this study (1) provides insights into the current marketing automation and sales technologies implemented by companies, (2) assesses the level of integration between physical and virtual touchpoints and cross-functional collaboration among marketing, sales and customer service, and (3) identifies the motivations driving the adoption of marketing automation solutions, evaluating their benefits and challenges. Through survey of 200 professionals operating primarily in marketing, sales, and communication, the study highlights the central role of social media in developing and maintaining a relationships selling approach during the lockdown period. Furthermore, this research reveals the benefits of the marketing automation as a means to align marketing and sales functions and to integrate all touchpoints following an omni-channel strategy. This paper presents practical implication for professionals who are involved in marketing and communication activities in the digital environment.

#Covid-19 #digital technologies #marketing automation #relationship selling